Lead Nurturing. Chloe 04/25/2014

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1 Lead Chloe 04/25/2014

2 Questions From blind date to white wedding From leads to sales Define leads

3 I. What is Lead? II. Lead Lead nurturing the process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

4 I. What is Lead? II. Lead Lead nurturing is not: Sending out an e-newsletter on a semi-regular basis Randomly calling leads every six weeks to see if they are ready to buy Blasting your entire database with a new case study Offering content that promotes your company s products and services and does not take into account your prospects interests or needs at their stage of buying How can you tell? Ask yourself if the information you re providing will be useful to them even if they never buy from you.

5 I. What is Lead? II. Lead In today s Web-centric world where buyers are reluctant to engage with sales until much later in the decision making process, there are at least three areas where marketing and sales collaboration becomes a business imperative: The definition of a sales-ready lead derived from co-defined lead scoring values The appropriate type of customer communication, associated cues and optimal timing The lead profile and history that is most interesting and valuable to sales, especially for recycled leads

6 I. What is Lead? II. Lead Incoming Lead Stay in Touch Worksheet Developing Your Stay in Touch Campaign Matrix

7 I. What is Lead? Blind Date II. Lead

8 I. What is Lead? II. Lead Determine if Prospects are Ready to Engage with Sales Determine Preference How to Establish Permission for

9 I. What is Lead? Incoming Lead > 1. Lead Scoring II. Lead Lead source and offer Behavioral attributes (number of responses, overall engagement, etc.) Demographic attributes (company size, role, industry, etc.) Completeness of data profile Budget, authority, need, and timeline (BANT)

10 I. What is Lead? Incoming Lead > 2. Establish Permission II. Lead CAN-SPAM (unsubscribe) single opt-in (checkbox) double opt-in ( )

11 I. What is Lead? Incoming Lead > 3. Determine Preference II. Lead Here are some questions that might be helpful in developing preferences for increasing relevancy: How often would you like to receive communications from us? Which types of communication would you like to receive? (e.g. , direct mail, text messages, etc.) What are your primary interests? (Offer multiple checkboxes that apply to your product or service offerings)

12 I. What is Lead? II. Lead

13 I. What is Lead? II. Lead Buyer Roles Buying Stages Content Timing

14 I. What is Lead? II. Lead Stay in Touch > 1. Buyer Roles a member of the executive staff CXO Champion purchasing authority IT specialist / Purchasing specialist Others Influencer without the buying authority but with significant input

15 I. What is Lead? II. Lead Stay in Touch > 1. Buyer Roles

16 I. What is Lead? II. Lead Stay in Touch > 2. Buying Stages Awareness Identify a business need Consideration Determine possible solutions Research Evaluate different solutions Purchase Select a solution and negotiate purchase

17 I. What is Lead? II. Lead Stay in Touch > 3. Content Buyer Role Prospects find content targeted to their role or industry much more valuable than generic content. Buying Stages Educational pieces Industry-oriented pieces Solution-oriented and company-focused materials Additional best practices: Be sensitive to your prospect s schedule and attention span make your content easy to digest Make content valuable, not self-promotional. Use sales and marketing s as a chance to get personal not pushy

18 I. What is Lead? II. Lead

19 I. What is Lead? II. Lead Stay in Touch > 4. Timing Your lead nurturing path might look like this: Day 1 - Follow-up with introductory Day offering new content related to first download and subsequent Web site activity Day 15 - Personal from sales rep Day best practices whitepaper Day 45 - Call from sales rep to check in Day promoting webinar series Day 75 - Personal from sales rep offering a product demo Day 85 - Call from sales rep to schedule in-person meeting Day 90 - Send sales proposal via

20 I. What is Lead? II. Lead

21 I. What is Lead? II. Lead Accelerator Lead Lifecycle

22 I. What is Lead? II. Lead

23 I. What is Lead? II. Lead Unlike Stay in Touch campaigns in which nurturing drips are planned at pre-defined time intervals, Accelerator campaigns react to a variety of triggers changes or updates in prospect profiles and behaviors which then set off a specific type of action or set of actions.

24 I. What is Lead? II. Lead Determine the key indicators that show interest level Develop multiple accelerator paths based on prospect interest level and buying stage Start simple don t go overboard with multiple workflows or segments just because you can Give your campaigns room to evolve Use campaigns as testing grounds for different nurturing components

25 I. What is Lead? II. Lead As a general lead nurturing rule, there should be no place in the buying process where leads just sit, and you should have only one lead stage value for leads being nurtured. All other lead status values should have a time limit, and leads that sit idle past the deadline should be automatically recycled for further nurturing. In sum, Lead Lifecycle campaigns ensure movement and interaction with prospects, even if they are not ready to buy or sales does not engage.

26 I. What is Lead? II. Lead There are three important categories of Lead Lifecycle campaigns: Lead Handoff Lead Recycling New Customers

27 Calculating the ROI of Lead Worksheet The Impact of Lead on Prospect-to-Lead Conversion and Cost Per Sales-Ready Lead Worksheet Lead Impact on Opportunities Won

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